For many years article marketing has been a wonderful way to drive traffic. There have long been two reasons why article marketing works so well.
One – Article marketing educates readers before they visit your main sales page, increasing conversions.
Two – Article marketing positions you as an authority, a trusted voice in the vast wilderness of information overload. This creates trust which leads to increased sales.
Article marketing works, in part, because this method of marketing gives before it expects to receive. Anyone who reads your article is free to take an action to learn more.
In this way article marketing prospects are self-selecting to move forward, and that is a powerful thing in the world of marketing.
But there are challenges in the article marketing landscape.
Google’s often misunderstood (and often changing) duplicate content penalty, a proliferation of non-native language article writers writing cheap, useless articles and article spinners that spew out unreadable drivel to name but a few.
It’s no wonder then that many are asking “Is article marketing dead?”
It’s an important question — and one that demands a clear answer.
My answer is …
My answer is that article marketing is not dead at all. Not even close.
But article spamming is dead, and that’s a very good thing.
There are important differences between true article marketing and article spamming.
So let me say again …
Article MARKETING is not dead, not by a long shot!
Article SPAMMING is dead, and that’s a good thing.
So what is the difference between article marketing and article spamming?
Article spamming includes, but is not limited to, the following …
- Submitting the same article to hundreds or thousands of article “directories” with one click
- Using spinners to turn one article into hundreds (or thousands) or “unique” articles
- Taking a PLR article, putting your name on it without any other changes and submitting it as your own work
- Copying someone else’s article from their website and publishing it as your own work
Why are these spamming?
They are spamming because these activities cause the content to be neither original nor useful. The real key to information marketing is to provide high-quality, original, helpful content.
Yes, article marketing is alive and well, and it works better than ever!
But some of the names have changed and it’s important to realize these changes. In today’s world “article marketing” has taken on these new names.
- Guest blogging
- Guest posting
- Repurposing of content
These methods work. They work now. They have worked for many years. And they will continue to work for many years to come.
Because, unlike article spamming, these methods provide the lifeblood of the Internet — high quality original content delivered free with no pressure on the reader to take action.
Let’s look at each one and see how they might work in your life.
Blogging is no longer optional for those who want, or have, an online business.
One key to success online is to let people hear your voice and decide if they want to follow you. Nothing does that better than blogging.
In today’s world the barriers to blogging have been removed. If you have a hosting account you can have a blog with one click in most cases.
If you don’t have, or want, hosting you can use an online service like Typepad. Typepad is good enough for Seth Godin, the odds are it’s good enough for me and you too.
Guest posting simply means submitting your articles to blogs that can use your content. Totally different from article spamming, this is a highly targeted approach that works wonderfully well.
Guest posting works well for three powerful reasons.
- You inherit the credibility of the blog your article appears on when you guest post.
- Readers can follow a link in your author’s box (also called a resource box) to visit your site.
- Readers who do visit your site can join your list (the list is still the #1 priority) and will do so in higher numbers than “cold” visitors.
I highly recommend submitting your best articles to the blogs in your niche. The power of appearing on a top blog like Copyblogger cannot be overstated.
Best of all, guest posting is completely free!
Syndication means having your article appear on many sites.
Many today worry about Google’s duplicate content penalty when they should not be so worried.
Yes, the penalty exists. It is very real. It’s goal, however, is to penalize low-quality sites that rely on spammy content.
But the penalty does not target high-quality original content that appears on multiple sites. If it did companies that syndicate for a living, like the Associated Press, would be put out of business.
For many decades journalists like Bob Woodward and George Will have relied on syndication for exposure. The Internet did not change that, it simply expanded it.
To see a list of syndicated columnists click here. These people profit from syndication – you can profit from it too.
One example of syndication is EzineArticles.com
EzineArticles.com originally began as a site for ezine publishers to find high-quality content to syndicate. It wasn’t until the “marketers” started hyping up what EA could do (and selling courses and tools on how to beat the system) that people thought about getting direct traffic from them.
Look for places to syndicate your content. When you find them submit your best content and watch as they help you find new and larger audiences than you ever dreamed of before.
Many people say no to content marketing because they don’t want to write the content. While I believe that any person can learn to write for the Internet, I know that not all want to do that or have the time.
The solution is repurposing.
Repurposing content simply means taking high-quality content that was created in one format and changing the format to repackage the content and share it in more places.
Here are a few examples of repurposing content that work well …
- Break reports or ebooks into articles
- Write articles from multiple points of view (repurpose ideas)
- Combine articles into reports or ebooks
- Transcribe audio & video into a series of articles
There are many ways to do this of course. The real key is permission – make 100% sure that you have the permission of the person who created the content before moving ahead. Otherwise repurposing becomes plagiarism and that must be avoided at all costs.
There is no more powerful method of marketing online than information marketing.
Sites like Copyblogger and Chris Brogan (and many others) have proven beyond a doubt that sharing your best ideas freely lead to more sales, a powerful reputation and real people getting the help they need.
Article marketing is information marketing. Whether your information marketing takes the form of a blog, a guest post, an article on a site like EzineArticles.com or an email follow up series, giving out your best information free will help you sell more.
Information marketing (also called education marketing) works because …
- Information marketing gives before it expects to receive.
- Information marketing helps people.
- Prospects self-select to learn more – no “forcing” them to opt in to learn more.
- Information marketing creates better customers because they are educated about the product before they buy.
- Information marketing does not have hard or ongoing costs. Outside of hosting (about $10 a month at this writing) you don’t have to pay other costs. And once you create an article it can work for you for years to come.
- Information marketing positions you as an authority and creates trust.
- Information marketing opens the door to work with top sellers in your field as you guest post on each other’s blogs.
And those are beautiful things indeed!